Lab42 Insights: What Today’s Beauty & Skincare Shoppers Really Want

Everyone has their own skincare routine, but the things that influence what people buy are more consistent than you might expect. We looked at what really drives discovery, trial, and switching behavior across the category.

1. Brands need a strong omnichannel presence

Social content dominates, with 58% of consumers saying they learn about new products through Instagram, TikTok, or YouTube tutorials.

But don’t sleep on in-person. Nearly half (49%) say displays in-store still catch their eye and 43% are influenced by word-of-mouth, reminding us that real people still influence real purchases.

And yes, advertising still works. 43% say they’re influenced by offline ads (TV, magazines, etc.), and 42% by digital ones.

Takeaway: Discovery isn’t happening in just one place. Brands need to show up in multiple ways, across multiple channels. And since preferences shift with age, strategy should shift too.

2. Budget, results, and ingredients drive purchase

When it’s time to buy, wallets matter most. 47% say the product has to fit their budget.

But that doesn’t mean they’ll sacrifice performance—37% are looking for real, visible results.

And 36% care about what’s inside the product, with a focus on ingredient quality.

‘Luxury products’ is at the bottom of the list, with only 6% saying that it matters most to them.

Takeaway: Most shoppers aren’t chasing a name. They’re chasing results that don’t cost a fortune, made with ingredients they feel good about.

3. Some claims just don’t hold up anymore

The least believed claim is“Anti-aging”, with 30% of consumers say they don’t trust it.

That’s nearly triple the number who distrust “Safe for all skin types” (11%).

It’s especially ironic that older consumers—the group most targeted by anti-aging claims—are the ones least likely to believe them.

Takeaway: Words like “anti-aging” have lost their weight. It's time for brands to rethink how they talk about aging and skin health.

4. Key frustrations: price, unmet promises, and ethical concerns

When asked what annoys them most about skincare brands, the top three complaints include:

• 31% said products are too expensive

• 16% said they don’t deliver on claims

• 11% pointed to concerns like animal testing or unfair labor practices

Takeaway: Price is the most common pain point, but overpromising and ethical concerns also drive frustration.

5. People switch for performance or value

Skincare loyalty is thin. 42% say they’d switch to something that simply works better. Another 42% would switch for a product with similar or better quality at a lower price.

Those two reasons alone are driving most of the switching in the category.

Competitors with natural formulas (23%) and better reviews (22%) are less convincing by comparison.

Risk-free trials still matter, with 21% saying they’d switch if they could try a product first without commitment.

Takeaway: The biggest levers are performance and price. Sampling is a smart way to get people to try something new.

6. What stops people from trying something new?

High price is the biggest barrier with 47% saying a new product just costs too much compared to what they already use.

37% worry about how their skin might react. And 36% are skeptical about whether it’ll actually work.

Takeaway: Price, safety, and performance concerns stop people in their tracks. Addressing even one of these can help ease trial. And sampling (as mentioned above) is a solid way to tackle all three.

7. What people want more of: safe, gentle, smart skincare

As consumers look to the future, they want skincare that’s safe, gentle, and works for everyone. The top requests include:

• Safe but effective ingredients (32%)

• Gentle formulas (32%)

• Products suitable for all skin types (31%)

• More advanced skincare technology (27%)

Takeaway: Price still matters, but shoppers are looking for better options (not just cheaper ones). Skincare users want products they can trust, formulas that feel good, and results they can see.

Key Points for Beauty Brands to Remember

So, what's the bottom line from our look at buyers of all ages?

• Be visible everywhere, online and off. Don't rely on just one channel.

• Focus on fair prices, real results, and quality ingredients. That’s the core trio.

• Be careful with 'anti-aging' claims, especially when talking to older buyers. Build trust with proof, not just promises.

• Remember that high prices and unmet promises are major turn-offs.

• Know that better performance and better value are the top reasons people switch brands.

• Offer ways to try products, like samples, to ease worries about price and effectiveness.

• Look towards formulas that are safe, gentle, effective, and work for many people.

Understanding these points can help brands build stronger connections with today's beauty and skincare consumers.